Video: Paul Munsen on Sun Ovens & Social Entrepreneurship

Paul Munsen is a social entrepreneur and President of Sun Ovens International. In this interview with Dr Wayne Visser, Director of CSR International, he talks about what he has learned about social entrepreneurship. The interview took place in Chicago on 6 September 2010.

The Ages and Stages of CSR: From Defensive to Systemic CSR

By Wayne Visser

I have found it useful to view the evolution of business responsibility in terms of five overlapping economic periods – the Ages of Greed, Philanthropy, Misrepresentation, Management and Responsibility – each of which typically manifests a different stage of CSR, namely: Defensive, Charitable, Promotional, Strategic and Systemic CSR.

My contention is that companies tend to move through these ages and stages (although they may have activities in several ages and stages at once), and that we should be encouraging business to make the transition to Systemic CSR in the dawning Age of Responsibility. If companies remain stuck in any of the first four stages, I don’t believe we will turn the tide on the environmental, social and ethical crises that we face. Simply put, CSR will continue to fail.

The Ages and Stages of CSR

Table of Key Characteristics

Economic Age	Stage of CSR	Modus Operandi	Key Enabler	Stakeholder Target
Greed	Defensive	Ad hoc interventions	Investments	Shareholders, government & employees
Philanthropy	Charitable	Community programmes	Projects	Communities
Misdirection	Promotional	Public relations	Media	General public
Management	Strategic	Management systems	Codes	Shareholders & NGOs/CSOs
Responsibility	Systemic	Business models	Products	Regulators & customers

Source: The Age of Responsibility, by Wayne Visser (forthcoming, Wiley: Feb 2011)

1. Defensive CSR

The Age of Greed is characterised by Defensive CSR in which all corporate sustainability and responsibility practices – which are typically limited - are undertaken only if and when it can be shown that shareholder value will be protected as a result. Hence, employee volunteer programmes (which show evidence of improved staff motivation, commitment and productivity) are not uncommon, nor are expenditures (for example in pollution controls) which are seen to fend off regulation or avoid fines and penalties.

2. Charitable CSR

Charitable CSR in the Age of Philanthropy is where a company supports various social and environmental causes through donations and sponsorships, typically administered through a Foundation, Trust or Chairman’s Fund and aimed at empowering community groups or civil society organisations.

3. Promotional CSR

Promotional CSR in the Age of Misdirection is what happens when corporate sustainability and responsibility is seen mainly as a public relations opportunity to enhance the brand, image and reputation of the company. Promotional CSR may draw on the practices of Charitable and Strategic CSR and turn them into PR spin, which is often characterised as ‘greenwash’.

4. Strategic CSR

Strategic CSR, emerging from the Age of Management, means relating CSR activities to the company’s core business (e.g. Coca-Cola and water management), often through adherence to CSR codes and implementation of social and environmental management systems, which typically involve cycles of CSR policy development, goal and target setting, programme implementation, auditing and reporting.

5. Systemic CSR

Systemic CSR in the Age of Responsibility focuses its activities on identifying and tackling the root causes of our present unsustainability and irresponsibility, typically through innovating business models, revolutionising their processes, products and services and lobbying for progressive national and international policies.

Hence, while Strategic CSR is focused at the micro level – supporting social or environmental issues that happen to align with its strategy (but without necessarily changing that strategy) – Systemic CSR focuses on understanding the interconnections of the macro level system – society and ecosystems – and changing its strategy to optimise the outcomes for this larger human and ecological system.

Systemic CSR – which I also refer to as CSR 2.0 – is based on five principles: Creativity, Scalability, Responsiveness, Glocality and Circularity. These hold the key to making change happen, at a societal, organisational and individual level, and ensuring that we can all make a difference.

Download

Pdf print version available here

5 CSR International courses in London in Oct & Nov 2010

CSR International is offering 5 courses, taught by Professor Wayne Visser,
Director of CSR International and author of nine books on the role of business
in society. Participants receive a CSR International Certificate of Completion.

1. The Age of Responsibility: The Evolution and Revolution of Corporate
Sustainability & Responsibility (25 Oct / 22 Nov 2010)
More information - http://www.csrinternational.org/?p=8318

2. CSR, Marketing & PR: Stakeholder Communication & Reporting Beyond Greenwash
(26 Oct / 23 Nov 2010)
More information - http://www.csrinternational.org/?p=8325
3. CSR Around the World: Learning from Best Practices Across Africa, Asia,
Europe, Latin America & North America (27 Oct / 24 Nov 2010)
More information - http://www.csrinternational.org/?p=8329

4. CSR as a Strategy for Change: Understanding the Drivers of Change at a
Societal, Organisational & Individual Level (28 Oct / 25 Nov 2010)
More information - http://www.csrinternational.org/?p=8333

5. CSR, Governance & Leadership: Organisational Effectiveness & Leadership for
Sustainability & Responsibility (29 Oct / 26 Nov 2010)
More information - http://www.csrinternational.org/?p=8335

For every additional course attended, an extra 5% cash refund of the total
course fees will be paid on completion. Therefore, 2 courses: 5% refund, 3
courses: 10% refund, 4 courses: 15% refund, 5 courses: 20% refund.

Video: Jorge Reyes on CSR & SMEs in Mexico

Jorge Reyes is Director of IDEARSE at Universidad Anahuac in Mexico City. In this interview with Dr Wayne Visser, Director of CSR International, he shares his Centre's research and experience in Mexico's pioneering Business Accelerator programme. The interview took place in Mexico City on 3 September 2010.

Video: Claudia Nunez Berridi on University Social Responsibility Programmes

Claudia Nunez Berridi is Director of Social Commitment at Universidad Anahuac in Mexico City. In this interview with Dr Wayne Visser, Director of CSR International, she talks about the universities' Impulse programme for selected students to develop life skills and social responsibility. The interview took place in Mexico City on 3 September 2010.

Video: Olga Sauma on Cross-sector Partnerships in Costa Rica

Olga Sauma is Director of Business Development for AED (Asociacion Empresarial para el Desarrollo) in Costa Rica. In this interview with Dr Wayne Visser, she talks about the cross-sector partnerships that AED has facilitated between business and government, especially in education. The interview took place on 20 August 2010 in San Jose.

Video: Maria Morales on CSR Trends & ICT in Costa Rica

Maria Morales is Corporate Citizenship Director for ITS InfoCom in San Jose. In this interview with Dr Wayne Visser, Director of CSR International, she shares her insights on CSR in Costa Rica, including the lead being taken by the ICT sector. The interview took place on 20 August 2010 in San Jose.

Video: Wilfrid Aiello on Sustainable Tourism in Costa Rica

Wilfrid Aiello is Director General of Horizontes. In this interview with Dr Wayne Visser, Director of CSR International, he talks about their experiences and trends in sustainable tourism in Costa Rica.The interview took place on 20 August 2010 in San Jose.

Video: Cecilia Mora on CSR Best Practices in Costa Rica

Cecilia Mora is Director RSE Consultores. In this interview with Dr Wayne Visser, Director of CSR International, she shares some of the CSR best practices she has seen in Costa Rica. The interview took place in San Jose on 20 August 2010.

Video: Jessica Webb on the Rainforest Alliance & Sustainability Certification

Jessica Webb is Manager: Development & Tourism Communications for the Rainforest Alliance in Costa Rica. In this interview with Dr Wayne Visser, Director of CSR International, she talks about trends in sustainability certification in forestry, agriculture and tourism. The interview took place on 20 August 2010 in San Jose, Costa Rica.